After we received an order for marketing products from Macy’s outside San Francisco, we quickly shipped the goods, so I was surprised when the buyer called a few days later and said that they had not received the goods. I know the goods have been delivered, but I don't know where the goods are.
One of our strengths is certainty: always ensure timely delivery of goods. Instead of asking the buyer to wait for us to solve the problem, we sent another batch of the same goods and asked for the carrier's signature.
A few days later, the buyer called again. "We have not received the goods." He said in an obviously disappointed tone. I know that Macy’s received the second shipment because we have the signatures of the relevant personnel in the transportation department.
"I'll be there in 25 minutes. I will drive over to solve this problem." I said.
When I parked my car in the receiving area of Macy’s, I was surprised that it seemed to be bigger than the mall itself. I started looking in the ocean of brown cardboard boxes. At this time, I realized that every delivery person is using brown cardboard boxes. I was supposed to be an expert who stood out from the crowd, but I was no different from others.
It took me a long time to find the goods. After returning to the office, I mentioned this issue at the weekly brainstorming meeting.
"Listen, we have a problem. Everyone is delivering in brown cardboard boxes," I explained, "We didn't stand out."
What we did next not only made our business stand out, but also made us name. We have made a unique transformation based on all the details of the traditional packing box. We started to use a white cardboard box with a photo of me and a bubble printed on the outside of the box. Inside the bubble was written: "It's here!" Even the transport instructions are different: "Please treat this box like chocolate, but don't Licking your hand."
We replaced black ink with red ink and printed some funny questions on the side of the box, such as: "Who is the best looking guy on this box?" We also added interesting statements, such as: "What if You send this box to the correct department, you can leave the bubble cushion and squeeze it by yourself. "Our box stands out from the crowd, and people will open our box first. People will feel very excited when they receive our boxes. No more customers call us because they can't find our goods in the stockpile.
We also wrote the phone number on the box and added the message: "If you like this box, please call this number."
Freight forwarders and union staff will call and tell us how much they like our box. Soon, we were called "the guy who made that kind of box", and people linked our company to the unique visual brand design.
